Bronto Summit Blog Series: Bridging the Gap Between Online and Offline


Beth Perry

We’re so excited for next week’s Bronto Summit 2017, and we hope to see many of you there. The event features a great lineup of some of today’s top commerce marketers, and we’ve asked a few of them to share their thoughts on a number of hot topics and industry tactics here on the blog.

Our latest edition in this thought leadership series focuses on the challenges of omnichannel marketing. What’s the most effective way to bridge the gap between online and offline and offer a unified brand experience? Here’s what they had to say:

Steven Perissinotto – Co-Founder & Director of Marketing, VetShop Group

Consistency is the key. Consistency in product range, pricing and most importantly service is a must. Customers don’t draw a distinction between online and offline, and neither should retailers.

Scott Perry – Senior VP of Digital Marketing, Jerome’s Furniture

This has been a big focus for us over the past few years. Once we optimized our website, we turned our attention toward two goals: How can we take our in-store experience into the customer’s home and bring some of our most valuable online assets and value into the store? Our augmented reality tool, which allows online users to see what thousands of our products would look like in their home with the click of a button, has been a huge success. Those who use the tool spend at least 15 minutes on our website and are 73% more likely to convert. For those who prefer the in-store experience, we introduced an app that allows users to scan a QR code on any piece of furniture and quickly view product details, online customer reviews, videos and user-generated content. Customers can also use the app to track orders and make a wish list while in the store. There are so many opportunities to close that gap and give customers the seamless shopping experience they expect.

Adam Wolff – Marketing Analyst, Woodwind & Brasswind

First and foremost, the data for online and offline purchases needs to live in one location so that you can make the connection between a customer’s online and offline activity. Measuring foot traffic or unique promotion codes can also be a useful way to quantify what type of impact digital efforts are having in stores.

Stephanie UrbanStephanie Urban Director of Digital Marketing, Tarte Cosmetics

Brands need to think of their website as their digital storefront and tell their brand story from the second the customer steps through that “door.” We don’t have standalone stores, but we have in-store presence via wholesale retailers, such as Sephora and Ulta. In the store, our Tarte PRO artists tell that brand story for us and tout the benefits of our products. On the website, we make sure the customer can easily navigate to what she’s looking for and then provide the necessary details and guided selling tools to help her make a purchasing decision. Video is also becoming increasingly important to us as we can easily tell a compelling story for each of our products.

Want more ideas and best practices from savvy commerce marketers like these? It’s not too late to join us April 24-27 in Vegas for Bronto Summit 2017. We’d love to see you there! And keep your eye on the blog for more commentary from these talented marketers on their top tactics and strategies for success.


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